Primjena marketinške koncepcije u muzejskoj djelatnosti na primjeru muzeja grada Splita : Diplomski rad

Ovaj rad pod nazivom "Primjena marketinške koncepcije u muzejskoj djelatnosti na primjeru grada Split" za cilj ima prikazati stanje razvijenosti marketinga u muzejskoj djelatnosti drugog po broju stanovnika grada u Hrvatskoj. Tako se nakon definiranja osnovnih pojmova marketinga, marketinške koncepcije, kulturnih djelatnosti i kulturnog marketinga analizira pojedinačni odnosno muzejski marketing. TakoĎer se objašnjava njegov nastanak i razvoj tijekom povijesti u muzejima. Nakon toga slijedi istraţivački dio rada. Prvi dio obuhvaća analizu posjećenosti muzeja u Hrvatskoj s naglaskom na one u Splitu. Potom se analizira broj zaposlenih u muzejima, ali na području marketinga i to na razini svih muzeja Hrvatske. Nakon toga prikazani su rezultati ankete u Muzeju grada Splita, Etnografskom muzeju Split i Muzeju hrvatskih arheoloških spomenika te je obavljen dubinski intervju s djelatnicom toga Muzeja. Na kraju su prikazani zaključci istraţivanja.The main topic of this thesis is visible thru the title "Application of the Marketing Concept in Museum Activity on the Example of the City of Split". Is aims to present the state of development of marketing in the museum activity of the second most populated city in Croatia. Thus, after defining the basic concepts of marketing, marketing conception, cultural activities and cultural marketing, individual or museum marketing is analyzed. It also explains its emergence and development throughout history in museums. This is followed by the research. The first part deals with the analysis of museum visits in Croatia, with an emphasis on those in Split. The number of employees in museums is analyzed after that, but in the field of marketing at the level of all museums in Croatia. Afterwards, the results of the survey that were conducted at the Museum of the City of Split, the Ethnographic Museum of Split and the Museum of Croatian Archaeological Monuments are presented and also interview with an employee of the Museum of Croatian Archaeological Monuments. Finally, the conclusions of the research are presented